Uber asked us to turn Uber Pro into a recognizable, scalable rewards program that would excite top earners and drive sign-ups. What started as a few assets evolved into a full creative system. Messaging, design, and a global toolkit to relaunch Pro like a premium brand..

The work
We built a distinct visual identity with custom illustrations, refined messaging, and assets across landing pages, emails, in-app, video, and a global toolkit.

The challenge
Uber Pro lacked cohesion and emotional pull. We needed to create a flexible brand system that could scale across regions, tiers, and channels—while motivating drivers worldwide to keep leveling up.

My role
As ACD and lead designer, I led the work from concept to launch, guiding design across product, web, CRM, and video. I managed a cross-functional team and partnered closely with Uber’s brand team and senior stakeholders to align on vision and build a system built to scale.

The impact
The campaign drove a 28% lift in engagement and tripled sign-ups in key markets. Uber Pro became one of Uber’s top 10 programs, with the toolkit scaling to 40+ markets worldwide.